Entrepreneur Mindset feat. Josh Ostrovsky

ENTREPRENEUR MINDSET

Fall 2019

SCOTT COHEN for byte

LAUREN SHIRREFFS SOCIAL MEDIA STRATEGIST

JOSH OSTROVSKY

HOW HAS HE BUILT HIS EMPIRE?

KAIL WALKER DANIEL MAZZONE

TANOA TALES Tropikal Garden

ENTREPRENEUR MINDSET HOME OF CREATORS, INNOVATORS & VISIONNAIRES.

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E D I T I O N

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Contents

Editors in chief CDN Johana Morena

Contributing writers Eric Miles Fabrice Poitieu Loana Robert Leonard Pickock Simsha Verska

Photographers

Nos Astra Tropikal Garden @Charlesmauricee @adamgweiers @tanoatales

PR/ Marketting The Mindset 360

THEMINDSET360.COM

@THEMINDSET360

06 INNOVATION

16 COMMUNICATION

28 GAME CHANGERS

08 VISUAL ARTS

18 ENTERTAINMENT

30 BORN DREAMERS

10 REAL ESTATE

20 ART DE VIVRE

32 BODY LANGUAGE

14 LIFESTYLE

26 TRAVELS

34 EDUCATION

feat. Scott Cohen

feat. Daniel Mazzone feat. Kail Walker

feat. Ryan Laverty & Sal Campisi

feat. Lauren Shirreffs

feat. Josh Ostrovsky

feat. 7 Deadly Scents feat. @Isthatsoh

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feat. Nolin Veillard

feat. TanoaTales

feat. Kelli Gautreau feat. BJ Markel

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DESTINATION PLANÈTE INCONNUE w w w . a s t r o n a u t m i n d s e t . c o m

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INNOVATION

SCOTT COHEN Scott Cohen has a strong track record of building several successful tech companies from start-up to exit. In addition to being the Co-Founder of byte, a leading direct to consumer brand for invisible aligners, Scott was most recently the founder and CEO of 180fusion, a leading search engine marketing platform that was acquired by Deluxe Corporation (NYSE: DLX). Prior to this, Scott has led Silicon Valley software companies PSS Systems and Certus from pre-revenue stage to market leadership positions before being acquired by IBM and Cisco respectively.

Hi Scott, your business journey is so impressive. It looks like you were born to create and manage businesses. Do you believe entrepreneurs are born or made?

I think entrepreneurship is a little bit of both being born and being made. I didn’t know I was interested in creating my own businesses until I did it. I actually went to college to become a lawyer, but I started my first business at 19 while in college and sold it prior to graduating.

From there, it’s a risk/reward equation. You have to be passionate with a strong conviction about what you’re setting out to do, but willing to risk losing it all for having a chance at that reward.

Tell us briefly about your journey as a serial entrepreneur.

Like I said, I started my first business at 19. I’ve been an entrepreneur now for two decades, and byte is my fifth business. I began my career in Silicon Valley with three successful outcomes of building enterprise software companies from pre-revenue to an ultimate exit of selling to Fortune 500 companies. Most recently, I was the CEO and Founder of 180fusion, which we sold to Deluxe Corporation, and the others sold to IBM and Cisco.

“At byte, customer adoration is our number one key performance indicator. To build a great brand, you have to be consistent with your customers.”

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www.byteme.com

@byteofficial

INNOVATION

What is your secret to being an effective business creator in terms of building the company culture you need to make the company successful?

I don’t believe there’s a secret to building a great culture. I think it starts with being authentic and transparent at all levels of the company.

You set up measurable, metric-driven goals and a vision—your purpose for the future—from day one. From there it’s about your team, your customers and your community. Company culture is much bigger than one person, but it can certainly be driven positively or negatively by the overall management team. So you hire world-class management teams who can ensure the culture isn’t lost as the company grows. At byte, customer adoration is our number one key performance indicator. To build a great brand, you have to be consistent with your customers.

Then, you take it a step further to your community, like our byte cares program, through which we’re working to provide 10,000 smiles to people who can’t otherwise access treatment by 2022.

Looking at your career, we noticed you have a strong interest for new technologies and innovations. What fascinates you the most?

Starting my career in Silicon Valley during the dot-com era, I was able to see many innovations and technologies, but what fascinates me the most is when you’re able to disrupt or change a large market opportunity for the better. byte is a great example of that. Remote invisible aligner treatment is already disruptive in its own right. byte is making the inaccessible now accessible and affordable by being 60% less than traditional braces.

Tell us more about byte, which is one of your companies on the forefront of the teledentistry industry.

We’re putting customer adoration first. We’re building a stand-out brand. We’re introducing technology other brands don’t have, like HyperByte, our high frequency vibration device that allows us to do things faster and better.

Other invisible aligner brands average six months for treatment. Our average treatment is three—and we do it safely, effectively, and under the guidance of a licensed dental professional. We’ve also partnered with one of the top names in cosmetic dentistry, Dr. Jon Marashi, who works with some of the best-known people in Hollywood on their smiles. We’ve taken his approach, called SmileScience, and applied it to our customers. Instead of putting people through the same software every other invisible

“One of the biggest lessons you can learn from your failures is to not let it go to your heart the same way you shouldn’t let successes go to your head.” aligner company is using, we’re customizing treatment based on someone’s full face, not just their teeth.

When scaling a company like byte, what do you focus on first and why? From the very first day we thought about building a company for scale. We started by making sure we understood the market needs and “the why” behind what would make our customers choose us— going back to that focus on customer success.

From the start, we invested in the company with world-class people, best-in-class technology, highest quality of product, and compliance as core pillars. You can’t be pennywise if you want to build a company that can grow the way we want to see byte grow. We’re also very metric and data driven in our decision making. I learned the importance of metrics early on in my career. When you can measure all the key drivers of the business, it provides great clarity and takes some of the emotion out of it.

Any tips for effective time management?

Effective time management starts with focusing on understanding what your real priorities are.

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The day can be filled with all kinds of tasks, but if you start by focusing on your big goals and objectives and then plan around that, you’ll be better able to separate the busy work from the critical, important work. In terms of work-life balance, I’m a big believer in starting the day early. I get my “me time” in before 7 a.m. You can never get that alone time back once you hit the office, so I’m purposeful with my mornings, getting in exercise, reading and time with my family at the beginning of the day.

What’s your next challenge?

We’re already on pace to exceed the ambitious goals we set out for 2019. We’re continuing to set the bar high so we can overachieve and scale the company in 2020 to provide a great product and experience to the millions of people that would like to straighten their teeth.

We’re seeing a growing demand for partnerships, so next year is going to include being thoughtful around the companies we choose to partner with and the additional products and markets we consider rolling out. We’ve created an amazing brand, which has positioned us well for that.

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VISUAL ARTS

DANIEL MAZZONE I n t e r v i e w

b y

B i l l

A n d r e s

@danielmazzoneart

www.danielmazzoneart.com

Daniel Mazzone is a famed artist who became homeless at the age of 15 and has used that to help influence and turn him into the artist he is today. Over the last few years, his art pieces have gained global fame with some of the world’s top athletes, celebrities and business owners purchasing pieces. Recently, Daniel has been working with both PETA and Scholas Occurrentes, which is supported by the Pope in Rome.

When did you discover your artistic talent?

Did everything begin with your mother who taught you the art of stained glass?

My earliest memories were of making artworks with my mother since I was a little boy. I’ll never forget it. Shaped my life!

How would you describe your creative style?

How would I describe my technique... it’s “Mazzone Mosiac”... I research and study my subjects, and build my artworks like a sculpture with paper.

“I’M PASSIONATE ABOUT CHANGING THE ENVIRONMENT AND WORKING ALONSIDE MEANINGFUL CHARITIES.” What does ‘art’ mean to you?

Art to me is like water for a fish. It’s a necessity for me to survive and live my life happy. I live and breath my art. It is my life and love.

You have worked with so many prestigious galleries, got your pieces of art purchased by celebrities and were invited to meet the Pope in person! How hard is it to keep your feet on the ground? It’s not hard for me at all. I didn’t come from very much. I’m humbled by the pleasure and gifts I’m given. And it’s al-

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ways important to remember that you can be on top one day but not the next. It’s important to realize we’re all the same. Life’s short, so be nice and sweet.

What did you feel the day you met the Pope?

It was truly a day I’ll never forget. We didn’t talk so much about art. I didn’t want it to be about me that day. Just wanted to enjoy the moment.

A good artist is not necessarily a good marketer. How hard was it for you to create, to stay inspired during the process and, in the same time, handle the business side of your activity?

It’s lots of work! A 24/7 job but I love every minute!

What are your further artistic plans and dreams?

I’d love to do more projects that may influence change in the world. I’m passionate about changing the environment and working alongside meaningful charities that are giving back fully.

What is one quote you live life by?

Follow your heart and dreams no matter what!

What do you, as an entrepreneur, want to be remembered for?

Making an impact!

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REAL ESTATE

“

riseOMA is a business that my partners and I created to introduce a unique and fresh way to network in my local community. Success depends so much on your network.”

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REAL ESTATE

KAILWALKER “I believe that to build my own empire, it’s important to differentiate myself from others, stand out, and truly have a desire to have an impact and help people live better .”

Hello Kail, please tell us a little about you?

My name is Kail Walker from Omaha, Nebraska and I’m a Real Estate Agent, business owner, model, and fitness/fashion enthusiast.

Could you give us a little about your education background?

I graduated from college with a degree in Health and Human Performance where my aspirations originally were to own a gym and help people with their physical health and fitness goals. Since then, I had a calling to take a different route and get into Real Estate. I decided to leave the health and fitness industry and just three short months after beginning Real Estate classes, I became a licensed Realtor.

day and build a relationship with so I can help them when they are ready?” Nobody likes to be sold anything, but everyone likes to buy. Have a low-pressure approach, build a relationship with them and let them come to you when they are ready. It has worked wonders for me so far in the game.

As an entrepreneur, what is your strategy to build your own empire?

It’s important to differentiate myself from others, stand out, and truly have a desire to have an impact and help people live better whether that be physically, spiritually, emotionally, mentally or even financially.

“Real Estate is a business, not a job!”

If you had one piece of advice to someone starting in Real Estate, what would it be?

My one piece of advice for someone just starting in Real Estate would be to understand that this is a business, not a job. It’s your business so it should be treated as so. It’s not an easy business to get into by any means, but it is a simple business and if you are willing to put in the time and work, you can be successful. That goes with anything in life though!

How many hours a day do you work on average?

On average I work 55-60 hours a week so my days range anywhere from 8-14 hours a day.

What is unique about your approach to real estate? My approach to Real Estate differs from a lot of others out there. I like to take a low-pressure approach and instead of it being “who can I find that wants to buy or sell right now?”, my mindset is, “Who can I talk to to-

Can you introduce riseOMA? riseOMA (pronounced rise Omaha) is a business that my partners and I created to introduce a unique and fresh way to network in my local community. Success depends so much on your network. Not just who you know, but also who

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knows you. We wanted to create a networking experience that you really look forward to coming to again. A place where it’s not only entrepreneurs and business owners but it’s also for creatives like artists, musicians, models, photographers, influencers, etc., all in a fun, exciting environment. Your network is your net worth!

What would you say are the top three skills needed to be a successful entrepreneur?

These may not necessarily be skills, rather than just three things I believe it takes to be successful: Your work ethic, being able to listen and care for others, and your willingness to sacrifice for the things you want out of life.

What is your favorite quote?

“You can have everything in life you want if you will just help other people get what they want.” – Zig Ziglar

@kailxwalker @riseoma_

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Innovators, entrepreneurs & visionnaires w w w . t h e m i n d s e t 3 6 0 . c o m

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LIFESTYLE

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“It stands for ‘Vodka I’d Definitely Enjoy’. We set out to create a name that was short and had a deeper meaning behind it. At the end of the day, VIDE as a brand embodies a semi-functional lifestyle, with products catered to people like us.”

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LIFESTYLE

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yan Laverty and Sal Campisi are two young entrepreneurs out of New York who are taking on some of the biggest and most competitive products in the world... alcoholic beverages! Together they created VIDE, a 6x Distilled, Gluten-Free Vodka, lightly carbonated water with a hint of natural fruit flavor, which has gone viral across the marketplace.

Can you tell us a little about how VIDE started for you both?

Sal and I attended college together, and I think after people graduate, they kind of have this yearning to live healthier lifestyles. Sal and I definitely fell into this boat. We always thought about how conscious we were of the foods we were eating and the drinks we were consuming; but once we drank alcohol, that practice virtually came to an end. We realize many of the alcoholic beverages we were consuming didn’t abide by the lifestyles we were living. Products in the space often times lacked transparency, caloric information and ingredients. Some of the “seltzers” we were drinking, of which we thought there was vodka in them, had no real spirits in them at all. We set out to make a premium product that was transparent (you knew exactly what was inside), was high quality (used a real, premium vodka), and finally, something that marketed towards the ‘health aware’ consumer (VIDE has no sugar, no carbs, is 99 calories per can, and uses only gluten free ingredients). We made a product for people like us!

What type of market are you trying to go after?

What VIDE as a brand has done so well is marketing towards everyone.

This isn’t a product for one type of consumer. It’s for everyone. Our customers range from 21 years olds, up to 65 year olds on a golf course. The product is for people who enjoy a lightly flavored product, and appreciate the fully transparent and simple ingredient set our products have.

Is there something about VIDE that you feel really sets you apart from other brands? Convenience and transparency. We wanted to bring this idea of high quality products in a convenient offering to this market.

The fact that you can take a VIDE anywhere, on-the-go and not have to think about ‘preparing’ your favorite cocktail is what’s so appealing about our products. Also, within the actual spirits based industry, there aren’t many requirements to include ingredients or caloric information on the products. We’re setting out to change that.

What were your biggest challenges in getting VIDE up and running?

We spent a lot, and I mean a lot of time formulating the product. We held numerous focus groups to nail down exactly the type of product we wanted to introduce. We knew we had one chance to get it right, so we spent a lot of time coming up with the perfect mixture. Aside from that, the liquor industry is super regulated. Getting the right permits and legal requirements was a tedious process for us.

What is your favorite part about running your own business? What is your routine on a daily basis?

Our favorite part about this endeavor is building something that we can truly call our own. No one else is going to do this for us, and if we want to be successful, that’s all on us. That’s what wakes me up in the morning. The best part about being an entrepreneur is your schedule changes not even on a daily basis, but an hourly basis. No two days are the same.

We’re always on our feet ready to adjust our schedules on a moments notice. Our day to day is challenging. Now that we have a large presence in New York, we need to make sure we are visiting accounts, checking inventory, meeting with bar owners, investors, marketers- the list goes on.

“We realize many of the alcoholic beverages we were consuming didn’t abide by the lifestyles we were living.”

Where is VIDE currently available and what’s the next step for distribution?

Our current footprint expands to the NY metro market. That includes NYC, Brooklyn, Long Island and Westchester. We’re working hard to be in the right spots within this area. We have some really exciting distribution opportunities popping up over the next few months, so be sure to stay tuned!

What advice would you give other young entrepreneurs looking at starting their own company?

Make sure you really want it. Whatever you plan to do needs to be your number one priority. This business consumes every aspect of our lives.

There is no room for slacking off. We’ve had to sacrifice a lot over these past few months, but all in an effort to make this into something really special. Be ready to make your venture your life.

What is your favorite meal to enjoy a VIDE beverage with?

Since the product is so light and refreshing, it pairs well with many meals.

Of course, the obligatory barbecue, but I enjoy drinking VIDE with virtually anything!

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@drinkvide 15

TIPS

“The best advice I have ever received was to hire people better than you to do the things you can’t. Also, the best way to scale is to have the best people beside you, collaborating with you, working towards the same common goal. Entrepreneurship can be lonely, but it doesn’t have to be.”

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COMMUNICATION

LAUREN SHIRREFFS W W W . 2 S O C I A L A G E N C Y . C O M Lauren Shirreffs is the CEO of 2Social, a female-founded, premier Canadian indie creative and digital agency that delivers full service, community-minded marketing solutions to a growing roster of brands and businesses. With offices located in Toronto, Canada and Los Angeles, California, 2Social has proudly worked with 200+ brands on campaigns across many industries and verticals.

Being a Digital Strategist and the founder of 2Social Agency, how do you manage both your professional and personal life?

I am passionate about my work and my clients, so it can often be a challenge to breakaway.

However, coming from a health and wellness background, I understand the importance of “scheduling” in time for yourself. I have taken the time to identify what it is that makes me recharge and relax, and I make time a few times each week to incorporate those activities such as yoga, meditation, exercise, long walks and spending time with friends. As a founder, I believe its very important to champion and support a healthy mindset in the workplace, especially for your team. At 2Social, we host monthly and weekly activities like our “Meditation Monday’s” that teach and help team members manage their professional and personal lives.

For those who haven’t heard of it, what is the best way to describe 2Social Agency?

What types of services do you offer to your clients?

2Social is a premier indie creative and digital agency that delivers full service, community-minded marketing solutions to a growing roster of brands and businesses. With offices located in Toronto, Canada and Los Angeles, California, 2Social has proudly worked with over 200 brands on campaigns across many in-

dustries and verticals. Our team’s expertise allows for the scalability to support all elements of online and offline marketing efforts – from design to social media strategy, PR, event marketing and analytics.

Why is social media marketing important for every business today?

Social media is the best (and most cost effective) way to reach new audiences using various engaged platforms to communicate key messages from a brand or business. With the right social strategy, not only can a business communicate who they are, but they can also reach specific micro or macro target markets, establish relationships with new and aspirational customers, build trust, and develop twoway communication that can inevitably keep a business top of mind and influence buying decisions in an authentic way.

“The unpredictability of entrepreneurship can be a hindrance for some people, but for me, I thrive on the challenge.”

Tell us a little about your background and what you did before 2Social Agency?

I started in fitness and health as a personal trainer in Toronto, Canada. I worked for a gym and also had my own private training business. It was a great learning experience that nurtured my communication, leadership and coaching/mentoring skills, and set me up to be a good leader at 2Social. My personal trainer days also allowed me to marry my passion for wellness and helping people. I then studied Fashion Marketing at the Academy of Design, followed by a brief stint living in London, England studying creative writing and working

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as a freelance writer for various publications.

Upon returning to Toronto in 2009, I began exploring the opportunities social media had to offer local businesses to reach larger audiences and new consumers. I loved the idea of helping small businesses reach new heights, and the creativity that social media allowed in communicating messages. Within a short time, I had a large pool of exciting local businesses and national brands. Recognizing there was a growing opportunity in the evolving social media landscape, I launched 2Social with the goal of helping nurture brands and businesses with community-minded marketing solutions.

What excites you about entrepreneurship?

The adventure of it all. Starting something you believe in and curating an environment of people who inspire you to bring your ideas to life.

And of course, hustling to make it all happen.

Often, the unpredictability of entrepreneurship can be a hindrance for some people, but for me, I thrive on the challenge.

Which female entrepreneurs inspire you the most? As a Toronto native, I’d have to say Restaurateur and Television Personality, Janet Zuccarini. My business partners, Sandra Cassaro and Ralf Madi also inspire me everyday.

Their incredible experience and backgrounds complement my skill sets and I am proud to have them along side me for this journey.

What is one quote you like to try and live your life by?

“Say ‘Oh’ and let it go”. My father used to say this to me if I fell off my bike or scraped my knee, but I think it applies to life and business.

You have to have a short memory and a thick skin, and continue to believe in yourself, even if (or when) you get knocked down.

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ENTERTAINMENT outfit. Me and my current business partner were also writing partners at that time, we sold shows to Amazon, FX, and a couple others, but they never went anywhere. I was also in a rap group called “Team Facelift,” we had a record deal and went on tour. I tried to stage dive once in Europe but was too fat and got dropped.

You were one of the first Instagram megastars and you have now more than 10 millions followers. Did you have any particular strategy when you decided to open an account on Instagram?

Initially my Instagram account was just for the entertainment of my idiotic friends. I’m one of those people that has the same friends from high school. We still have sleepovers in our 30’s and eat ice cream for dinner. NO PARENTS! There was never a business plan, when I joined Instagram nobody had figured out how to monetize the platform (besides our digital overlord Mark Zuckerberg obviously), so it was just people posting dumb stuff for their friends and stalking their exes. It was a world without influencers.

I built my platform by being willing to “take it there,” I’ll say exactly what you’re thinking but are too afraid to say out loud.

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WE STILL HAVE SLEEPOVERS IN OUR 30’s & EAT ICE CREAM FOR DINNER. NO PARENTS!

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osh Ostrovsky aka The Fat Jewish on social media, is one of the first people to learn how to monetize social media and turn it into a business platform to promote and create new products.

From gaining millions of fans worldwide, to writing, acting, hosting and creating and selling his own wine company, @thefatjewish has created an empire for himself and team, and shown the world that being a successful entrepreneur can happen if you stand by your gut and follow your own path forward!

How did you start in the social media industry? What was your career plan at the beginning? My original plan was to become an endodontic surgeon, which focuses on tooth roots, and I attended University of Michigan dental school for 2 years... Joking! OMG that would be so weird. No, but seriously, before social media I was a writer and television personality, and got my start on the E! Channel on a show called “The Daily 10” where I interviewed C-list celebrities and covered red carpets wearing an adult diaper or some equally shocking

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Where did you get your sense of humor?

I was always the type of guy who would do anything for a laugh, partially to mask my deep seated massive insecurities and partially because making people laugh is really fun. I would draw a penis on the face of a sleeping baby if I thought people would laugh, nothing is sacred. Also, my mom once slept with Tim Allen in the late 1970’s, so maybe he’s actually my dad and funny is in my genes? In terms of what I post on social media, there’s no science. A lot of “funny” Instagram accounts have

ENTERTAINMENT

What are the factors that make you say ‘yes’ to work with a brand and the factors that make you say ‘no’?

A lot of brands love to pretend that they are super down and tell me that they want to partner because I say and do wild stuff. They’re like “We’re disruptive! We’re authentic! DO WHATEVER YOU WANT!” and then I send them three ideas of what I might post and they’re like “The legal department is freaking out, you absolutely cannot do that.” They all want to make noise and do edgy stuff that will cut through all the noise on the internet and actually resonate with people, but they are scared to actually do anything edgy or different. That’s why I started my own brand and stopped working them. Byeeeeee.

You are also a serial entrepreneur. One of your biggest business is Babe (@drinkbabe).

Tell us a little bit about your brand. What’s the story and how did you start?

As my audience grew and I developed an intimate relationship with them (I answer every single DM), I started talking to them about what they would want if I were to produce a consumer product. At that time (2015), everyone was talking about rosé, and how they wanted it to be portable, inclusive and actually fun. Wine was mostly catering to the high-end (or aspiring to be) crowd, who is swirling their wine around and talking about it’s notes of leather and apricot. My audience was drinking a ton of wine, but they didn’t know the same of a single brand. Wine felt dusty, it felt old. So we put it in a can with a bold and iconic label, with bubbles, and made juice that tastes good and will get you drunk so you wake up in some shrubs near your house. Safely and responsibly of course. It was a reverse engineer, by building an audience and actually asking what they wanted, then giving it to them, it eliminated all the guesswork. When it hit the shelves, people went wild for it, because they had told us to make it. I’m not a wine guy, I’m more of a trashy domestic beer guy, but I made wine because it’s what my followers wanted.

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What has been your favorite part of creating Babe Drink?

Building a brand from the ground up has certainly been a learning experience. And by “learning experience” I mean a garbage fire nightmare that in the end was super fulfilling.

A lot of people only see the end result on Instagram (me pouring rosé on myself in a kiddie pool) which is the product of a ton of hard work distilled down to a single image. They don’t see the horrendous meetings at 7AM in Phoenix where I’m trying to teach middle aged men who work at alcohol distribution companies

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How do you organize yourself to manage your businesses and stay productive on Instagram? While I may be wearing assless leather chaps and saying outrageous things, it’s all highly organized and focused, and requires a ton of planning. I have an incredible team around me who keeps me focused and inspired, and I make sure to get a lot of sleep. It’s so lame and not metal to say that, but you’re just not going to do good things if you’re tired. If you want to party hard, just start doing drugs at dusk and be passed out by 11PM, you’ll wake up (sort of) refreshed.

My mom once slept with Tim Allen in the late 1970’s, so maybe he’s actually my dad and funny is in my genes?

that you can sell wine by promoting it on Instagram. Like they actually didn’t know that was a thing before I told them. But one of my favorite parts of the entire experience has been talking to people about how to actually start a brand and be your own boss. The Internet has created a generation of young entrepreneurs and thinkers that are superior to any of their predecessors. Unfortunately, many of them have bought into the false narrative that the Internet creates (I can be the CEO of a startup that makes edible socks! Just start an Instagram account for it and get rich!), and while I support them in following their dreams and passions, there is some confusion these days about how things actually get done. The instant gratification of social media and e-commerce has created the illusion that everything they see on the Internet just happens. So I’m trying to help them understand how to harness it properly, how to lay foundation in order to build something real and something lasting.

What was the inspiration behind the aesthetic/branding?

We created absolutely everything, I WOULD NEVER LET AN OUTSIDE ENTITY ENCROACH ON MY VISION BECAUSE I AM A DESIGN MESSIAH WHO CAN SEE THE FUTURE. Okay, no wait, that was my imitation of Kanye West. No, but we actually designed every single aspect of the aesthetic and branding.

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teams of people in offices quietly working on computers looking for / creating content, it’s a business. My account is always me, probably tipsy off rosé at lunch with my mom and one of her friends with expensive plastic surgery, posting something that a teenager in Wisconsin DM’ed to me. I’m still having fun with it.

How does a day in your life look like?

Work, work, work, message J-Lo on Instagram and tell her I would take a shot of her butt sweat (she never responds), have a heterosexual sleepover with adult men and watch weird videos on the Internet, go to sleep, wake up and start working again.

Do you feel your journey has been influenced, positively or negatively, by choosing “The Fat Jewish” as your nickname?

It’s been extremely positive. Obviously I get insane messages on the internet where people tell me that Hitler had some “good ideas,” but mostly it’s been amazing. I have kids tell me stories all the time about living in Iowa where there are no Jews and how I made being Jewish cool at their school. I like that a lot.

Do you have any thoughts about what might happen in the next phase of your career?

We sold BABE to Anheuser Busch, it was their largest non-beer acquisition ever, and I’m so excited to make it available absolutely everywhere. When people are in Japan drinking the wine and making questionable sexual decisions, my job will finally be done. After that?

No idea, I’m making it up as I go. Whoever is reading this interview should message me on Instagram and pitch me an idea. I’m down for WHATEVER.

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@7DeadlyScents

www.7deadlyscents.com

ART DE VIVRE

RYAN BORING & NICK NUGWYNNE Ryan Boring and Nick Nugwynne are the co-creators of the new candle company 7 Deadly Scents, which delivers high end quality candles for different occasions direct to the consumer at a fraction of the cost. Since their launch earlier this year, 7DS has gone viral with their themed-candle boxes, that also incorporate charities too!

Could you tell us about yourselves and what drove you each to want to become entrepreneurs?

Nick: My name is Nick Nugwynne, I am 28 years old and from Westlake Village, California. I graduated from Chapman University in 2013 with a degree in Economics. Growing up, both my parents were entrepreneurs and being around that environment and lifestyle had a huge impact on me. Both as well started product companies and I fell in love with the concept of turning an idea into a physical product. Out of college, I went to go work for my step-father’s company, The Kama Sutra Company, which is a 50 year old romance brand. There is where I really learned what it took to run a successful business.

From sales to marketing and eventually finance and operations, I was exposed to the inner workings of a successful brand. After 6 years I finally decided it was time to venture off on my own and enter into “deeper waters” as my step-father would have put it. It did take me some time to get my bearings and figure out how I was going to utilize my prior knowledge to its fullest. I tried and failed at a variety of small start-ups, doing anything I could to pay rent and live a life I could enjoy. Ultimately, everything culminated at the right time and moment for myself and business partner, Ryan, to launch 7 Deadly Scents.

“Candles can fill a room with warmth, energy, relaxation and even love. I enjoy walking into a house and instantly being greeted by a beautiful aroma.”

Ryan: I’m Ryan Boring, 33 years old and also from Westlake Village, California. I graduated from UCLA in 2008 with a degree in Economics as well. As you can see, Nick and I have a few things in common. Starting a business has always been a dream for me, in fact it even started

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at an early age. I was the kid in middle school selling caramel apple pops out of my backpack for a fair profit.

I’ve always appreciate the concept of “being your own boss” and the goal of building something successful from the ideation stage to fully executed and thriving. I also am deeply invested in charitable giving, both through my time and through raising funds. After I graduated from college, I actually took a job running the business development for an amazing non-profit organization called Project Kindle. I actually volunteered as a camp counselor for many, many summers for their main program called Camp Kindle. After graduation, I still felt indebted to this organization and wanted to help them raise funds through grant writing, throwing fundraising events and making as many calls as possible to make sure those programs could run effectively. I knew from that moment on that when I started my own business that I would definitely incorporate a charitable aspect to the business.

With 7 Deadly Scents, we did just that.

How did you first become interested in candles?

Nick: I am a HUGE fragrance guy and have always been into very unique smells. I have a pretty large collection of Eau De Parfums and naturally that has extended into candles, room sprays, fragrance diffusers and anything that I think smells unique. The beauty about candles is that they take a fragrance and fill the room with it. But they do it in a subtle way and in a sense not only fill the room with an aroma, but they can create a mood. Candles can fill a room with warmth, energy, relaxation and even love. I enjoy walking into a house and instantly being greeted by a beautiful aroma. Sometimes I may even close my eyes and imagine where that fragrance could be from and transport myself there in my mind. People often say that a certain smell reminds them of a past place or experience. With candles, we can recreate that experience to some degree and relive memories.

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“We both have had a deep desire to create positive change and leave the world a little better than we got here. Each of the candles have a corresponding charity organization that they benefit.”

Ryan: I actually learned to appreciate candles later in life.

As a kid and young adult, candles were decorations and I never had the desire to light one. That changed when I began to slow down and redirect my attention from advertisements and pushed on influences and more on to my surroundings and personal senses. Candles have an amazing way of bringing you back to a place or a mood in which that smell was first experienced. I can remember a mood and feeling vividly of a time I smelled a candle lit on the railing of a porch overlooking the ocean in Hawaii. If I want to remember the lodge cabin I used to stay at in Lake Tahoe, I have a candler for that. I’ve learned that we often times focus our energy on the other 4 human senses and forget about our sense of smell, one of which you could argue is the strongest sense of all. Now I can say with conviction, I’m definitely a candle guy and there is no shame about that.

How did you choose 7 Deadly Scents as a brand name?

The name is of course a play on the well known 7 Deadly Sins and we liked the allure and mystic that has. At the same time, we wanted to bring an awareness or shine a light on an often taboo topic, sin. All of us sin and often daily, but we tend to forget what that means and how it affects our overall wellbeing. We aren’t referring to sin in a religious sense, but rather bad habits, feelings or in-

tentions. Through the art of smell, we are able to help create environments which can combat these bad habits, feelings and emotions.

Could you tell us about 7 Deadly Scents and what the candles are all about? The candles are intended to create a unique olfactory experience for the users and help enhance several aspects of their lives. The sense of smell is one of the most under rated senses we poses yet research shows that smell and our emotions are tightly intertwined. Through the art of smell, each candle we offer will provide the consumer a unique wellness ritual or experience. Each candle is centered around one of the 7 Deadly Sins, however in this case, these candles are not promoting the sin but rather creating a mood/environment that combats that feeling, habit or urge. For example, our Wrath candle which will be releasing soon has fragrance notes of: lavender, white jasmine, bergamot and chamomile. All of which have a calming effect and again are creating an environment to bring about calmness and relaxation. The candles come as a “kit” and include everything one would need to create their desired experience, mood and environment. The candles themselves are made of a natural soy & coconut wax blend, have a burn time of around 55 hours and are hand poured in Los Angeles, CA.

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ART DE VIVRE

“Our main focus is on building our brand awareness and really pushing the concept of bringing unique sensory experiences to the consumer through the art of smell.”

Why does the word “Ignite” seems to be so important to you?

Both of us always wanted to do something with a deeper meaning or impact. We are trying “ignite” awareness, self-love and ultimately a healthy lifestyle. We both realize how much smell plays into affecting ones mood or state of being and the fact that you have to “ignite” the candle in order to smell it just made perfect sense. Our tagline is,”Ignite your sins & collect your virtues.” What me mean by this is that your are literally “igniting” your sins when you light the candle and you are using that time to reflect on your day, connect with yourself or a partner and hopefully create an environment for growth, love and understanding.

How can our readers buy 7 Deadly Scents candles? You can buy our candles online at www.7deadlyscents.com. We are strictly an e-commerce brand and have modeled our company this way for a variety of reasons. The main reason however is that in the traditional distribution sales model, there are several extra cost layers associated with getting your product to the end consumer. If our candle were to sell through this traditional model, they would retail for around $65 in a store. This is because everyone has to make a profit; from us the brand, to the distributors and finally the retailers. Since we are cutting out 2 of these layers, we are able to bring an extremely high quality product direct to the consumer for roughly half the cost.

We mentioned the concept of fragrance and creating a unique olfactory experience for the consumer. In order to achieve this, we use very expensive fragrance that has multiple notes. We

aren’t talking your typical vanilla or cinnamon scented candles here. For example, our Lust No. 04 fragrance opens with bright floral notes followed by layers of Clove, Cedarwood & Patchouli. The fragrance finishes with a Sandalwood, Amber, Musk & Vetiver base.

Your company is also deeply involved in charity. Can you please tell us more about it?

How does it work exactly?

As we’ve previously mentioned, we both have had a deep desire to create positive change and leave the world a little better than we got here.

Each of the candles have a corresponding charity organization that they benefit. For every candle we sell, we donate $3 directly to the corresponding charity. For example, for every Lust candle we sell, we are donating to a small non-profit based out of Los Angeles called “More than Sex-Ed” (www.morethansex-ed.org). This organization is striving to make positive changes to our youth’s sexual education and believe that “kids can learn to be responsible for their own sexuality without shame.” For our Wrath candle, we have partnered with a small non-profit out of San Diego called Kristin’s Fund (www. kristinsfund.com). This amazing organization was founded in memory of Kristin PalumboLongo who was killed in a domestic violence dispute by her husband on September 28, 2009.

Their mission is to “eliminate domestic violence by funding prevention and education initiatives” and also have a youth based focus. Each of these organizations are doing great work within their own communities and we hope to help them achieve their goals and spread awareness about their initiatives.

What is coming up next for you both and your company?

Right now our main focus is on building our brand awareness and really pushing the concept of bringing unique sensory experiences to the consumer through the art of smell. At the same time we are very driven to “ignite” awareness about 7 amazing charity organizations across the country. We hope to be the catalyst that starts the spark and inspire others to make a difference in their own communities both big and small.

What is your advice to others wanting to start their own product companies?

Our first word of advice to anyone who wants to start their own product company is to really focus on your costs at the beginning. We think a lot of new product companies have this idea that they market & price the product first then work backwards. This ultimately leads to creating a product and business that isn’t sustainable or scaleable. A lot of young entrepreneurs have amazing ideas, but very few of them understand how to launch and then scale a business to become profitable. [Nick] My first question after I hear a pitch is always 1.what’s your cost of goods and 2. what is your net profit margin.

Most of the time they can’t answer either of those questions so even though their idea may be brilliant, if they don’t know how they can build a profitable business around that idea it really doesn’t hold much weight. We would also recommend to start small and then scale. Don’t launch a new business with a dozen SKUs, start with a your best ones and then build a brand around them.

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“The best time to plant a tree was 20 years ago.

The second best time is now.”

- Old Chinese proverb

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DESIGNED BY

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TRAVELS

SOHEILA HAKIMI S E R I A L

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Soheila, you are known on Instagram as @isthatsoh, a brillant content creator and an inspiring travel influencer. Please, tell everyone about yourself.

I grew up in Toronto. I went to school in Toronto Catholic High School and ended up going to university in Australia mainly because I wanted to see the world and be in a new environment where I kind of had to grow up and learn about myself as a person. I was there for commerce but I ended up not very enjoying it very much. Coming back to Toronto, I went into fashion design and I kind of fast tracked my way through fashion school. I went to George Brown in Toronto and then also studied in Milan for a summer. That was fun! After I graduated from fashion school, I worked with a big Canadian fashion designer. Then I started my

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How many countries have you seen and how often? I’ve never counted. I’ve been to Norway, England, Paris, Italy, Greece, Portugal Spain, then Columbia... I’ve been to Buenos Aries, Australia and China. I think I’ve visisted around 15 countries!

What drives you and what are your dreams?

So much exciting stuff is happening! I’ve been super busy but I think I’ve been focusing a lot, especially recently, on my travels, writing and going on all these trips, writing for other people etc... but it’s about to change! I’m really pushing my brand right now and wanting to take my Instagram a little bit further. You know... If you feel like your growth is becoming stagnant, you need to do something different and

“I turned down a lot of partnerships. I don’t like to promote anything that I wouldn’t use. It just doesn’t make sense. When a brand approaches me, I really think about their reputation.” own line which went on for about two seasons before I started to get really burnt out. After that, I went into buying for maybe two or three years before I started my Instagram.

How did you get your start working as a writer for Uproxx?

This is a funny story because I was never very good at writing especially in high school. I was already posting stuff to Instagram from my site and I had tagged Uproxx. My editor at Uproxx saw my content and appreciated it. He asked me to do a takeover on their Instagram. So I did a takeover and it went really well. Then he asked me if I could write and I said yes even though it was like completely unsure of my skills. I ended up writing a piece, he enjoyed it and he asked me to continue to write. At the time I was really nervous because I didn’t have the same kind of confidence in my writing as I do in my photography skills. He became my mentor, coached me to find my inner voice and helped me become more creative with my stories. So I definitely learned a lot from him and became a better writer.

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shake it up. Being in or having been in the fashion industry, I am now exploring ways to incorporate my skills from those jobs to build my own my brand. I’m just thinking about things that I can do to elevate my brand even further.

I’m also really obsessed with podcasts right now.

So what is your favorite quote.

I love the Michelle Obama’s quote “When they go low, we go high” because I honestly feel like you don’t need to sink to someone’s level to feel like worthy. I think everyone is just trying to do a good job. A lot of people have issues communicating and I am lucky enough to have a platform where I can express myself daily. It’s almost like I have someone to talk to every single day about any kind of struggle I’m going through. I’m so grateful for this platform because it allows me to deal with any ongoing issues.

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GAME CHANGERS

NOLIN VEILLARD W W W . T R A K K AY A K S . C O M

“Kayakers yearn for a kayak they can do more with, and not have to buy four or five kayaks to get the functionality they need for different types of paddling.”

Nolin, Can you introduce TRAK Kayaks for us please for those who may not know about your company and products?

Our kayaks break a paradigm, which allows paddlers and adventurers to do things they never thought possible. Our community have called our kayaks “the ultimate in touring kayaks” due to their versatile use, durability and portability. The “skin-on-frame” design originates from Indigenous watercraft more than 4000 years old...traditional kayaks made by the Aleut and Inuit peoples from Greenland and the Western Arctic. The TRAK 2.0 is a beautiful, traditional craft, with modern technology (carbon fibre, with an engineered tensioning system), giving our paddlers the ability to change the shape of the hull on the fly, making them adaptable for kayaking on lakes, rivers and the open sea. They paddle like a hardshell (fibreglass or composite) yet they pack down into a small bag that you can check onto a plane, or store under your bed or in the closet of a studio apartment. You can also stow them easily in an RV or a sailboat. You can bring it with you anywhere in the world you’d like to explore and paddle.

What led you to create your own kayak?

Well, back about 15 years ago, I met and worked with two passionate inventors who had a hand-built prototype of this kayak that packed down into a travel golf bag. What this would make possible for people all over the globe captivated me at a very deep level. I think the intimate connection to water that a skin-on-frame kayak makes possible, and the ability to get this kayak into some of the most pristine bodies of water around the world was at the core of my inspiration. About 5 years ago, I started to steer our team down the path of “pursuing the ultimate”. We worked with many paddlers around the world on refining the design and the elements that would have it really hit the mark of something truly portable, with uncompromised performance and functionality on the water. The result was the TRAK 2.0.

What was the biggest obstacle that came up in the design process? The TRAK 2.0 was our first foray into composite materials. In the R&D phase, we worked with an organization that had a lot of experience with this in the transportation and aerospace industries. Once we felt we had a viable prototype, it was time to take our carbon fibre cross ribs into production to fulfill early pre-orders. Manufacturers told us that this was not possible, and that the existing design was not viable from a manufacturing and

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commercialization standpoint. We were devastated. Then we took a chance to breathe, and started solving the problem with our team and partners. We overcame that challenge, and now have worldclass, high modulus carbon fibre with ultra-lite advanced foam core construction that achieves what we set out to accomplish as far as performance on the water and transportability off the water.

How did you know that there was going to be a demand for your product? The honest answer is that we didn’t, at least with full confidence. However, having engaged kayakers in the design process, including surveying paddlers for what they were looking for, we had a pretty good sense there would be solid demand. Kayakers yearn for a kayak they can do more with, and not have to buy four or five kayaks to get the functionality they need for different types of paddling. Having a kayak they can store easily, take anywhere, and paddle in varying conditions due to the adaptability of the TRAK 2.0 would make this kayak the most versatile kayak on the market and one that brings a lot of overall value to people.

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GAME CHANGERS

@ T R A K K AY A K S Can we talk about your BlackBlue TRAK 2.0? What a beautiful product! The design is so beautiful with a futuristic touch.

What are the new innovations that come with this new model?

The BLACKBLUE TRAK 2.0 is our signature color of the TRAK 2.0 model. We have refined the specifications in 2020, based on early feedback of the 2.0, and also made available some outfitting and travel bag solutions, to round out the functionality of this kayak as a “travel & paddle” system.

What’s next for TRAK heading into the rest of this year and next? For 2020, what I’m most excited about are the events we are offering: Discovery Weekend Camps, as well as a host of kayak skills progression training camps and tours. One of our missions is to build and support the global paddling community, and leading skills training and expeditions in “bucket-list” paddling destinations is a really fun and rewarding way to do that. It’s a great way to introduce yourself to the paddling lifestyle, learn valuable safety and other foundational skills, and do it in a place and with a group of people that makes the experience very memorable and impactful.

“Kayaking is therapy. We are made of 70%+ water, so when we get to experience it, from the cockpit of a kayak, we take on the energy of the water.”

Where can readers buy your kayaks? Do you also work with physical retailers?

For now, you can pre-order them from our website. We have set up and are growing a select network of experienced, knowledgeable TRAK owners and key grassroots paddling stores in Canada and the USA. The unique TRAK Pilots, who are owner-ambassadors, are available to answer questions, and often to show their kayaks and offer personalized test opportunities and ongoing post-purchase training across North America.

Being a paddler yourself, what about being out on the water do you love so much about? Kayaking is therapy. We are made of 70%+ water, so when we get to experience it, from the cockpit of a kayak, we take on the energy of the water, which gives us a feeling of joy and an ability to disconnect from our busy lives and worries, and reconnect with our inner selves. You find your personal strength, courage, and a deep connection with nature...something we all need more of. I love the feeling myself, and it gives me goosebumps when I hear about this effect from our paddlers.

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BORN DREAMERS

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“What do WE” is more how I would turn the question because I am not working alone, I am working with a very talented team.

As a collective of creators, storytellers, together, we create branded video content that moves and inspires. Our creativity comes from the online creators & filmmakers you see online.

Basically, with these unique skills, we produce high converting stories for brands. We help businesses to build their own brand online along with a following of loyal brand storytellers.

How did you get your start working in this industry?

I always knew I wanted to create and tell stories differently. I started to work in the industry last year in 2018. I was also looking for a full-time job that could pay the bills, Unfortunately, I had no success during 6 to 8 months. I sent over 40 resumes to different online platforms. I even made my first story portrait video presenting myself as a creator. I tried other strategies to get attention. No success. And during all this hustle, my little baby girl was born. I had to find a solution fast. So, I took my camera and gimbal and do the street hustle. Knocked doors to doors until one opened it. Be persistent is the key and never give up on your dreams. One day you’ll be surprised to see how far you can go with the right mindset. Create More!

Can you introduce the company you created? What are the services provided by T.G? Tropikal Garden is a creative Montreal based agency specialized in content creation. We offer video production and paid advertising for social media. We focus on storytelling and creative advertising.

As an entrepreneur, What has been your greatest source of inspiration? And as a man?

My greatest inspiration as an entrepreneur has been Elon Musk

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with his mindset and hard work. He is the kind of man who has amazing goals and everyone thinks he is crazy. When he talks, he just does it and no one can stop him from his goals. I personally like his mindset because he is a visionary hard worker thinking outside the box and he dares to get out of the comfort zone. As a man, I would say my dad, he is such a hard worker and chill daddy too with me. I call him the daddy cool. He always supports me in every situations I have lived.

What is the best part of being a filmmaker?

I would say to live the experience with your team during all the creative process, from planning to final delivery. We share incredible moments all together! Personally, the best part of being a filmmaker is the post production step where you start building the story and see that magic operates.

CREATE STORIES INSPIRE PEOPLE CHANGE LIVES Tell us about your latest work in collaboration with OVA? Our collaboration with OVA which is a XR+Ai startup based in Quebec city and Montreal, was a great project to work on and also an interesting story to tell. The actual goal of the project was to create a story around their product called StellarX. Basically, it’s an immersive skill building tool for any non-developers, to create VR and AR (augmented reality) environments.

Our team handled everything from pre-production to post-production. OVA just pitched their vision and we made it happen.

We are very proud of our work. It was very challenging for us because of the short deadlines we had to respect. also had to

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As a content creator, what is your strategy on Instagram?

I use Instagram to keep me inspired by other creative minds. To be in touch with other creators, artists and entrepreneurs who would join our agency. The strategy I use is very simple. It costs nothing and it’s eďŹƒcient. I go to the explore page and I look to the latest content in our niche using hashtags. You can even look for cold prospects. Then I like and comment the latest posts to draw

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attention. The more you interact with others, the more people you drive to your page. Finally, they are going to look at your content and discover your services. With this strategy, you gain targeted followers and hot prospects, quickly and organically. To build my personal brand, I use IG. But very soon, I am going to develop my activity on YouTube and TikTok. The key is to find your format and always stay creative.

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BODY LANGUAGE

www.dancing4change.com

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Follow @kelligautreau on Instagram

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BODY LANGUAGE

KELLI GAUTREAU Kelli Gautreau is the President and founder of Dancing 4 Change. Dancing 4 Change is a group of artists and dancers working together to create thought provoking dance videos to help raise awareness for charitable organizations around the world. Visual arts has the potential to open hearts, change minds and bring people together, and Kelli and her group (which are all young kids) are passionate about helping others.

Kelli, what inspired you to create Dancing 4 Change?

I have a passion for music, choreography, and helping kids. When you combine all those things together you get Dancing 4 Change. We make short dance films that teach lessons to kids. We call them “dancing public service announcements”. None of the films have dialogue. The story is told through acting and dance.

Did you always want to be a dancer?

How did you first come to love dance?

When I was 5 years old my mom opened a

on social media. When it comes to choreography, my inspiration comes from the emotion behind the topic we are working on. It’s really important to me that we have the right emotion behind each topic we are working on. From there, we create a storyline and the choreography becomes the medium for telling the story.

What’s the biggest challenge you’ve faced as a choreographer? My biggest challenge as a director on these dance films is making sure we give each topic the justice it deserves. For example, when

Do you think you have achieved a good work/life balance?

I believe in a healthy work/life balance.

My brain however sometimes feels differently. When I’m working on a new project I tend to choreograph in my sleep. I also talk in my sleep. This means my husband wakes up to me saying all sorts of things during the night. I try to go on mini getaways/vacations in between projects. It’s sometimes the only way my brain will relax. It’s important to me to take time to unwind so I don’t get burnt out.

“When it comes to choreography, my inspiration comes from the emotion behind the topic we are working on.” dance studio called The Broadway Dance Academy in the 1000 Islands, Ontario Canada. I loved dance from the minute I put my first pair of dance shoes on. I spent every day at the studio growing up.

When I was 10 years old, I told my mom I was moving to New York City to become a professional dancer. When I was 15, I choreographed my first dance piece. That is when I discovered my love for storytelling. I love to create something from scratch and watch it evolve.

Where do you find most of your inspiration for your choreographic work?

Each of our dance films are made to raise awareness for important topics pertaining to children. When it comes to picking a film topic, my inspiration comes from watching the news, and reading stories

we were making the film on the dangers of internet predator related kidnappings, (Our) Little Secret!, we brought expert advisor Alicia Kozakiewicz (a survivor of an internet luring/kidnapping) on board to help. We work really hard to make sure our films represent the topics properly. It is sometimes a very fine line to balance.

Beyond dance, there is also the business side of your activity. Being an entrepreneur also means being profitable enough to finance your projects.

Being an entrepreneur has it challenges.

The financial side is definitely the most challenging part of what we do. Making films is the easy part. I encourage anyone who feels passionate about what we do to contact us at dancing4change.com... We can always use help!

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What would be your advice to someone who wants to work in the dance industry? Don’t be afraid to take risks. Believe in yourself. Don’t ever stop taking class.

Don’t give up. Never stop learning.

What are your upcoming projects for 2020? We are currently working on a school safety film with a survivor of the Stoneman Douglas High school shooting in Parkland, FL. It will be released in 2020. We are creating this film to ask people to stop fighting against each other and start working together to find solutions to this problem. We are also challenging schools to take a proactive approach and do what they can to make their schools safer. We are excited to release this very important film.

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EDUCATION

BJ MARKEL W W W . S A V E T H E C A T . C O M

BJ Markel co-founded the Save the Cat! company with the late great screenwriter Blake Snyder in 2005, after editing Blake’s first book, Save the Cat! Starting with that bestseller, Markel built the book into a global brand based on Snyder’s easy-to-understand storytelling principles, developing the business that now includes software, apps, online and in-person courses, and 2018’s bestselling book, Save the Cat! Writes a Novel. Ten years after Snyder’s sudden death, Save the Cat! has become part of the culture of writers the world over.

For people who are not familiar with Blake Snyder’s books under the Save the Cat titles, can you please introduce the book’s principles?

Absolutely, first let me thank you for taking the time to focus on the power of storytelling and specifically the storytelling principles of Save the Cat! We like to say if English is the international business language, then Save the Cat! is the language of storytelling. We know that in today’s busy entrepreneurial landscape, the importance of story has become a huge focus. No matter if you’re pitching to investors or designing your brand image, the ability to tell a clear, relatable, and compelling story significantly impacts the success of the project or business you’re developing. Blake Snyder, the author of Save the Cat!, believed that storytelling, while complicated, doesn’t need to be confusing. He developed a language that makes storytelling understandable. It’s the language of the book that caught fire and revolutionized the industry, making the books and brand so iconic. The original book Save the Cat! is just about 15 years old, and it is still the #1 selling book on screenwriting. It’s the go-to book for anyone who wants to plot and write their screenplay or novel. We are particularly helpful in breaking down and plotting films and novels, and our unique take on genres guides writers through the complexities of storytelling.

From his first bestseller, how did you build Save The Cat as a company? What services does your brand provide?

We embody the simplicity and enthusiasm of Blake Snyder, and that sets the tone and approach for everything the brand and business considers and develops from products to messaging. Our business is built around the writer and our aim is to help any and all writers develop their story. We have Weekend Intensive Classes and online courses to help any writer map out the beats of their story. We just released an all new Story Structure Software that acts as your virtual writer’s board with index cards to develop, organize, and board your story. We launched the Save the Cat! Screenplay Challenge so that all writers have a chance to get feedback on their story. And we also just broke into the novel writing community with our new bestselling book Save the Cat! Writes a Novel.

How many users are there worldwide? Do you offer courses in different languages as well?

We have sold hundred of thousands of books and several thousand courses and software. We are always refining and looking for innovative yet authentic avenues of growth for the company. Our Books have been translated into over a dozen different languages and we are currently looking at how best to do the same for our courses.

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“Don’t sweat the petty things and don’t pet the sweaty things!”

Who are your typical clients?

We have a broad set of users, it’s really amazing. Our base are professional screenwriters and novelists, then we have a wide range, from aspiring storytellers to lawyers and marketers who use the Save the Cat! principles to tell their clients’ and brands’ story in as a compelling and meaningful manner as possible.

What’s the best way to get started? www.savethecat.com - We have a great “Get Started” section on the site and of course we highly recommend buying Save the Cat! or Save the Cat! Writes a Novel. They both offer wonderful deep dives into our approach to storytelling. And Blake believed his best book was his last, Save the Cat! Strikes Back.

ENTREPRENEUR MINDSET FALL 2019

ENTREPRENEUR MINDSET FALL 2019

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ENTREPRENEUR MINDSET FALL 2019